Sincerely, Sportsheets has upgraded packaging which the company says has been driven by consumer feedback. The designs feature an exposed touch and feel window which allows customers to experience the product before they buy. It features a slim look, magnet closure, sheen images and raised printing to add elegance and increase the perception of luxury. Retaining splashes of the Midnight purple, it also features literary quotes to help encourage customer connection and icons to highlight key USPs.

Sportsheets marketing director John Turi said: “You can expect the same high-quality products with a wider appeal and a deeper sophistication that offers more diversity. From our models to our messaging, our packaging to our advertising, it’s no longer business as usual. It’s time for a new conversation, and we’re ready for it.”

Retail support includes a planogram and POS for slatwalls and shelves, along with product testers, and UK distributor Creative Conceptions is now taking pre-orders. Creative Conceptions co-founder Jane Bowles said: “The Sincerely, Sportsheets collection is fresh, honest and diverse. It’s a luxuriously beautiful range that needs to be seen and touched to really appreciate it.”

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ETO is a completely independent publication which has no links to or connections with any other adult business. Published monthly, it is freely available to qualifying companies, individuals, retail outlets and online stores in the UK and, via subscription, to interested organisations.